HamidReza Mahmoodi; Mohammad Hassanzadeh
Abstract
PurposeUsers' mental image of public libraries reflects their living experience in these places. The accurate understanding of the mental image can help to make accurate and effective policies. This study sought to re-investigate the public library mental image from the perspective of Iranian users.Design/methodology/approachThis ...
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PurposeUsers' mental image of public libraries reflects their living experience in these places. The accurate understanding of the mental image can help to make accurate and effective policies. This study sought to re-investigate the public library mental image from the perspective of Iranian users.Design/methodology/approachThis research is qualitative research. Semi-structured interview method was used to collect data. In this study to analyze collected data the grounded theory has been considered as the main method. In total, 106 interviews with public library users were conducted in 11 provinces. The collected data were coded in 3 steps. The MAX QDA software was used to encode data. Sampling continued until saturation of the concepts, and finally, after receiving the 106th interview the sampling was completed.FindingsFrom the analysis of the interviews, 131 open codes, 49 primary categories, 20 categories, 10 axial codes were obtained. Results gained in this research shed light on users believe that the library is a place to acquire knowledge as well as a place to spend their leisure time. Also findings revealed the libraries space have not enough harmony. It seems that the negative alignment of user-librarian causes the user reluctance to go to the library. Originality/valueAlthough significant quantitative research has been done on user studies of public libraries, but the qualitative approach has been neglected. In addition, the emphasis on understanding the user's mental image distinguished this research from other research.
